Time is fairly distributed. Everyone has 24 hours a day, no more, no less.

Because of its scarcity, everyone has limited attention and everyday, marketeers try to get a bit of that attention from their customers via advertising. Here’s the thing. Customers are getting smarter and they know how and where to pay attention better because they know their time is scarce. The goal here is to convert their attention into permission and once you have achieved that, your customers will listen, permit themselves to be influenced by your message and hopefully leads to making their purchasing decision with you.

In summary, time=attention=permission=leads=conversions=results. Think about it.